Marketing Research Paper

The marketing strategy planning process involves careful evaluation of the market opportunities available before narrowing down to focus on the most attractive target market and marketing mix (review Exhibit 2-10). As the HP case illustrates, a manager who develops an understanding of the needs and characteristics of specific groups of target customers within the broader market may see new, breakthrough opportunities. But it’s not always obvious how to identify the real needs of a target market—or the marketing mix that those customers will see as different from, and better than, what is available from a competitor. This chapter covers…show more content…

This will also help later—when you name the submarkets.

For example, if the people in one market are young families looking for a good place to stay on vacation, this will help you understand what they want and why— and will help you name the market (perhaps as “family vacationers”).

Put people who are not homogeneous—who don’t fit in the first segment—in a new submarket. List their different need dimensions on another line. Continue this classifying until three or more submarkets emerge.

4: Identify the determining dimensions

Review the list of need dimensions for each possible segment and identify the determining dimensions (perhaps by putting an asterisk beside them). Although the qualifying dimensions are important—perhaps reflecting “core needs” that should be satisfied—they are not the determining dimensions we are seeking now.

To help identify the determining dimensions, think carefully about the needs and attitudes of the people in each possible segment. They may not seem very different from market to market, but if they are determining to those people then they are determining!

5: Name (nickname) the possible product markets Review the determining dimensions—market by market—and name (nickname) each one based on the relative importance of the determining dimensions (and aided by your description of the customer

We used many methods to study young adult males and their purchasing patterns. We believed that it we were able to recognize their patterns, it may lead us to the reasons behind the lack of brand awareness in young adult males. The ethnographic research that was conducted led us to conclude that young males take into consideration many different factors when purchasing body-care products. The consumer that was observed studied the price, scent, and packaging when choosing the product. This consumer…

INDS-7012-01: Theory of Beauty: Winter 2016 research paper
Advertising: for beauty or to sell?
Ji Hae Kim
4/15/2016
Let’s look around the room that you are in right now. I am sure you see all kinds of products that lay around beside you. Can you try to pick anything that you haven’t seen or heard from media? It would be pretty difficult to pick one since we are surrounded by advertisements and every decision that we make on purchases are based on those advertisements. So, it’s…

Running head: MARKETING RESEARCH PAPER
Marketing Research Paper
Tim Smith
University of Phoenix
Marketing
MKT/421
Prof. Vergil Stewart II
March 13, 2008
Marketing Research Paper
“Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers” (, ). This paper will justify the importance of…

Marketing Research Paper – Kudler Fine Foods
University of Phoenix
MKT 421
Allan Hopkins
In the current retail food industry there are numerous competitors fighting for the same dollar. It is important for each company to identify their target market, identify their competitors, and then build their marketing plan. The information below will detail Kudler Fine Foods marketing strategy which includes expanding its services, improving its efficiency of operations, and increasing the customer…

society, were millions of products and services are created each year; marketing research is an essential element that provides a comprehensible representation of a need, and potential product concept solutions. Companies are always looking for new ways to generate a constant flow of revenue that will provide a competitive edge in a growing economic environment. Therefore, it is the marketing manager responsibility to assign marketing studies that targets a specific problem and produce opportunities…

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Marketing Research for Global Expansion
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Making the decision to expand a small business can be a difficult decision for any business owner. Competition amongst small businesses within the United States can prove to be debilitating for many businesses due to various factors at any given time. The United States holds less than 5% of the entire world population; therefore, 96% of consumers live outside of the United States. At a recent international trade symposium held in Washington…

Research Methodologies
Many companies use different research tools when conducting primary and secondary research. This paper will discuss the several research tools used and discuss the differences in primary and secondary research when using qualitative and quantitative approaches. Once that has been established, there will be discussion as to which tools are used for each approach and why.
Primary Research
Primary research also called field research is the most common approach. Primary research…

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